St.George Bank celebrates the joy of giving with new Christmas campaign via Saatchi & Saatchi
St.George Bank has launched its new Christmas campaign via Saatchi & Saatchi Sydney, which this year brings to life the importance of connection and generosity of spirit.
The nostalgic campaign follows the story of 10-year-old Danny finding a way to bridge the gap of physical distance from his dad by making a meaningful Christmas gift this year – with the help of his Little Dragon.
The ‘For The Road’ campaign will launch with TV plus social and pre-roll content, digital, out-of-home, cinema and in-branch.
Says Kate Kissane, head of brand and advertising, St.George: “In speaking with our customers we found that it really is the thought that counts when it comes to Christmas giving. While the festive season may be different this year for many, the things that make it really wonderful — family, generosity and connection — are more evident than ever.
“Christmas has always been a particularly special part of the St.George calendar. It’s the time of year where we celebrate connecting with our customers and community, and our annual campaign is a big part of that.”
Says Mike Spirkovski, chief creative officer of Saatchi & Saatchi: “We really enjoyed showing our Little Dragon’s tender side in this latest Christmas spot for St.George. ‘It’s not what you spend, it’s what you give’ is an important message for families this year given the challenges of 2020 and we hope it inspires a more meaningful holiday season.”
Client: St.George Bank
Head of Group Brands, Advertising & Media Westpac Group: Jenny Melhuish
Chapter Lead, St.George Brand & Advertising: Kate Kissane
Brand & Advertising Experience: Anthony Saunig
Service Owner, Brand & Advertising: Shea Whittington
Brand & Advertising Experience: Patricia Wade
Media Experience Lead: Mitch Holt
Creative Agency: Saatchi & Saatchi Sydney
Chief Creative Officer: Mike Spirkovski
Creative Director: Sam Chappell
Senior Copywriter: Anton Posa
Senior Art Director: Simon O’Neill
Strategy Partner: Matthew Morgan
Senior Broadcast Producer: Michael Demosthenous
Integrated Producer: Simon Davis
Group Account Director: Suzanne Leddin
Senior Account Manager: Caitlin O’Connor
Media Agency: MediaLab
Senior Media Planning Director: Katie-Lynn Guerreo
Production Company: Prodigious
Director: Armand de Saint-Salvy
Producer: Abby Hunt
Post Production: Alt.VFX
Sound Design and Mix: Rumble Studios
Photographer: Jeremy Shaw via Prodigious
14 Comments
A rare misstep from the St George team.
Beaut!
Simple storytelling done right.
Great line too
Looks beautiful.
Sweet and nice insight.
Sweet and nice insight. Looks beautiful.
Heartfelt ad with a great direction and connection to the brand.
Lovely work.
people are still listening to cassettes – i think not!
I’m not normally such a softie. But today I am. Thumbs up. Two big soft ones.
The man in the ad does, silly.
Cool spot. Btdubz.
10/10
As a Victorian I don’t see St George advertising. So when I checked this out I had to check that BIZARRE LL Cool J sound signature sign-off. As a brand person, I’m all in favour of the “audio logo”, and the use of brand codes (congrats on the character so you know straight off what brand) but this is a major disjoint in terms of brand personality and just generally horrible.
It’s not LL Cool J, it’s Tone Loc ‘Wild thing’ – still odd. Just get it right when leaving your petty comments mate.
Not sure any vehicles still have cassette players, but I liked the sentiment of this ad.